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Copyright © 2007 Pearson Education Canada 9-1
Brand Management
V.P. MarketingV.P. Marketing
Marketing ManagerMarketing Manager
BrandMgr. 2BrandMgr. 2
Brand Mgr. 3Brand Mgr. 3
BrandMgr. 1BrandMgr. 1
Copyright © 2007 Pearson Education Canada 9-2
Category Management
V.P. MarketingV.P. Marketing
Category Mgr.Soft Drinks
Category Mgr.Soft Drinks
Category Mgr.Alternative Drinks
Category Mgr.Alternative Drinks
Brand Mgr.Coca-ColaBrand Mgr.Coca-Cola
Brand Mgr.Diet CokeBrand Mgr.Diet Coke
Brand Mgr.Fruitopia
Brand Mgr.Fruitopia
Brand Mgr.Dasani
Brand Mgr.Dasani
Copyright © 2007 Pearson Education Canada 9-3
Target Market Management
V.P. MarketingV.P. Marketing
IndustrialDivisionIndustrialDivision
ConsumerDivisionConsumerDivision
InstitutionalDivision
InstitutionalDivision
ProfessionalDivision
ProfessionalDivision
Copyright © 2007 Pearson Education Canada 9-4
Regional Management
V.P. MarketingV.P. Marketing
OntarioOntario
PrairiesPrairies
B.C.B.C.
QuebecQuebec
AtlanticAtlantic
Copyright © 2007 Pearson Education Canada 9-5
Global Management
Kellogg Inc. Kellogg Inc.
KelloggNorth America
KelloggNorth America
Kellogg EuropeKellogg Europe
KelloggAustraliaKellogg
AustraliaKellogg
Latin AmericaKellogg
Latin America
Decisions made elsewhere affect Canada.
Copyright © 2007 Pearson Education Canada 9-6
Product Management Decisions
Product Modifications Product Mix (Stretching) Packaging Maintenance or Withdrawal
All aspects of the marketing mix are managed to maximize profit. Product management decisions embrace:
Copyright © 2007 Pearson Education Canada 9-7
Product Life Cycle
Intro. Growth Maturity Decline
Sales & Profits
Time
Copyright © 2007 Pearson Education Canada 9-8
Extending the Product Life Cycle
The mature stage is usually the longest stage. How do you retain interest in a product that is aging?
Look for New Markets
Improve the Product
Add New Lines
Change Other Marketing Mix Elements
Customer maintenance (loyalty) is a priority.
Copyright © 2007 Pearson Education Canada 9-9
Extending: Look for New Markets
There are several options for attracting new markets:
Attract Competitor brand users
Enter new segments
Convert non-users
Copyright © 2007 Pearson Education Canada 9-10
Extending: Altering the Product
Periodic improvements intended to refresh or rejuvenate a product are common in the mature stage.
Quality improvements
Feature improvements
Style improvements
Copyright © 2007 Pearson Education Canada 9-11
Length of Product Life Cycle
Life cycles can vary in length and shape:
Instant BustInstant Bust
FadFad
FashionFashion
High expectations for success but rejected quickly
Short cycle: 1 or 2 seasons
Recurring cycle : in, out, in
Copyright © 2007 Pearson Education Canada 9-12
Adoption and Diffusion
AdoptionAdoption
DiffusionDiffusion
Stages a consumer passes through on the ay to purchasing a brand regularly.
Gradual acceptance of a product from introduction to market saturation.
Copyright © 2007 Pearson Education Canada 9-13
Categories of Adopters
InnovatorsInnovators
Early AdoptersEarly Adopters
Early MajorityEarly Majority
Late MajorityLate Majority
LaggardsLaggards
Some people adopt a product quickly; others take much more time.
Copyright © 2007 Pearson Education Canada 9-14
Stages in the Adoption Process
AwarenessAwareness
InterestInterest
EvaluationEvaluation
TrialTrial
AdoptionAdoption
Consumer learns of product
Receptive to messages and information
Review of benefits
Initial purchase
Purchase based on satisfaction
Copyright © 2007 Pearson Education Canada 9-15
New Product Development
Idea Generation
Idea Generation
ScreeningScreening ConceptDevelopment
AndTesting
ConceptDevelopment
AndTesting
BusinessAnalysis
BusinessAnalysis
ProductDevelopment
ProductDevelopment
TestMarketing
TestMarketing
CommercializationCommercialization
